Title of article
Application of the Grounded Theory Method to Identify and Analyze the Factors Affecting Successful Marketing of Iranian Organic Agricultural Products
Author/Authors
Ghasemi Dakdare, Bahman Department of Business Management - Rasht Branch, Islamic Azad University , Goodarzvand Chegini, Mehrdad Department of Public Administration - Rasht Branch - Islamic Azad University , Chirani, Ebrahim Department of Business Management - Rasht Branch, Islamic Azad University
Pages
11
From page
285
To page
295
Abstract
The main purpose of this study is to provide a model of the factors affecting the success of marketing organic Iranian agricultural products. This research has been done by qualitative approach using the grounded theory method. Data collection tools were semi-structured interviews. In order to collect information, by using the targeted sampling method, 12 marketing managers of companies producing organic agricultural products were interviewed. Data analysis was performed in three stages of open, central and selective coding, in which 343 key concepts and 111 codes and 32 sub-categories were identified and classified into 5 main categories including "Product-related factors", "Price-related factors", "promotion-related factors", "Consumer-related factors" and "Production-related factors". Finally, a comprehensive model of the factors influencing the marketing success of organic agricultural products is presented.
Keywords
Marketing , organic agricultural products , grounded theory
Journal title
International Journal of Agricultural Management and Development(IJAMAD)
Serial Year
2021
Record number
2703015
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